The study of the local community products (OTOP) website characteristics toward buyer decision using eye tracking

Abstract

Thai government has launched a policy to encourage local community people to sell their products (OTOP) through e-commerce. One Tambon One Product or OTOP was derived from the concept of One Village One Product (OVOP) in Japan. Currently, people sell their products through the e-commerce web portal such as Facebook rather than having their own OTOP official websites. Therefore, this study aims to study and develop the prototype of the official website. The results show that social influence, perceived ease of use, reliability of website and reliability of product have a positive relationship to the intention to buy a product. Researchers further investigated using eye tracking device to analyze the participants' purchasing behavior. The results show that participants spent time looking at images on the center of the homepage, the product menu bar at the bottom of the center of the homepage, and the components from the product page, respectively. Moreover, participants did not spend time looking or even clicking the social network icon such as Facebook. The results of this study and implications are further discussed.